How Swiss Watchmaking Brands are Communicating Made in Switzerland

Alina Rech (), Alice Noris () and Nadzeya Sabatini ()
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Alina Rech: USI - Università della Svizzera italiana
Alice Noris: USI - Università della Svizzera italiana
Nadzeya Sabatini: USI - Università della Svizzera italiana

A chapter in Fashion Communication in the Digital Age, 2023, pp 99-112 from Springer

Abstract: Abstract Country-of-origin indications, also called “made in” labeling [35], are utilized in marketing strategies by companies to distinguish themselves from others, trying to associate their products with positive characteristics [9]. Swiss watchmaking companies have an iconic status that is essential to their reputation - mainly due to their high quality, precision, innovation, and craftsmanship [7]. They are also using country-of-origin information as a competitive advantage in their communication strategies [11]. Although people have become acquainted with the “Swiss-made” label, and numerous studies have been dedicated to diverse Swiss watchmaking field topics [26], a significant research gap exists regarding the understanding of what are the “made in Switzerland” communication strategies and how Swiss watchmaking brands are using them. This study aims to examine how country-of-origin symbols - considering Swiss made related terms - and watchmaking-related words are employed by analyzing the official communication of thirty Swiss watchmaking brands.

Keywords: Country-of-origin; Made in; Swiss-made; Swiss watchmaking; Digital fashion communication (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-38541-4_10

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DOI: 10.1007/978-3-031-38541-4_10

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